We write hundreds of press releases and we receive dozens and dozens of questions from people who are just learning to write them. Even people who write press releases regularly have questions. The pros want to improve too.

We also interview experts who share tips on what works for them. Since one of our main goals is to help you write better press releases, we like to share that great store of combined knowledge and know-how with you.

For the next several newsletters, we’re going to focus on one important aspect of the press release. We’ll put it under the microscope, dissect it, and then analyze it. When we’re finished, you’ll know how to make that one thing better.

This newsletter will focus on the press release heading. Think of it as a title. It’s the first thing the reader will see to determine if the subject is of interest to him. It needs to convey enough information to grab his or her attention but not so much as to be confusing. Don’t promise something you cannot deliver. “Cutesy” headings often miss the point. An attempt at humor often misses the mark. Trying to be clever frequently backfires. You know how clever you are being but the reader has no clue.

The press release is really a lot like a short story. It should have a title, a beginning, a middle and an end. The title or heading is the most important part. That does not mean that the body of the press release is not equally important. It just means that if the title is no good, the rest of the release can be a work of genius but nobody will read it.

To quote an old cliché, “Don’t judge a book by its’ cover,” but we all do. How many times do we pick up a book or newspaper in a store if we like the headlines or the title? How many great books do we miss because the title lacks intrigue or interest? Think about that for a minute.

The best way we’ve found to create an effective heading is to summarize the message we are trying to get across. For example, suppose you are trying to sell a widget that decreases fat while cooking. It’s a special frying pan grill. You come up with a ‘cutesy” title, “Fat Gets Hot off the Grill.” That’s clever, catchy and cute. But does it tell readers what it is and how it will help them? No, it does not. It shows your brilliance but the reader will not read far enough to get the message. Remember, you get readers attention by reaching out to their needs and interests, not yours.

A better title or heading might be “Decrease Fat in Your Food While Cooking with Widget.” It gets right to the point, tells you what you can expect to learn and if you have an interest in the subject.

So hit the reader where he lives. Reach out to his needs and interests. Summarize the content of your press release message in the title.

If you have ever sifted through a pile of someone else’s vacation photographs or watched home videos of other people whom you do not know well, you can certainly appreciate the fact that what may be a treasured memory or experience to one person may in fact be an evening of torture for someone else. Unfortunately, press releases announcing your companies’ goings-on can have the same undesirable effect on its recipients.

Unlike traditional advertising, where you pay a publication or journal for guaranteed space, press releases require you have to win over the media first before you can even hope to get your message out to the public. What is the best way to do this?

Your headline has to grab the attention of the reader. A headline like “XYZ Company Announces New President” may not garner very much attention, unless of course the company is a household name known worldwide. So, what kind of headline can be effective? Certainly, you will want to overview the content of the press release, but add a little flair to it. Keep it short, but create a little mystery that will entice the reader to read the entire press release.

With your first paragraph, make sure your press release answers who, what, when, why, and how. Explain why your company’s information is relevant to the editor’s readership or listeners. The remainder of the press release can then be used to detail your company as a whole; what services or product you offer, your involvement in local or national organizations and groups, and your company mission statement or boiler plate.

What specifically might you want to include in press releases pertaining to company announcements?

• If your press release announces the appointment of a new board member or CEO, a brief profile on the newly appointed individual, detailing his/her background and experience should be included. You may even want to include a statement from the selection committee member or chairman describing why this particular individual was chosen for the position and what responsibilities the new appointee will handle.
• If your press release is about the opening of a brand new company, focus on how the opening and new job creation will help to spur the local economy of the city or state.
• If your company has won an award or been recognized for it efforts in the community or nation, play up on the hard work that went into the accomplishment. Bringing a human-interest angle into the press release can help readers to create a more personal union with your company.
• Announcing a new product or service can be tricky. While you probably want to shout from the rooftops how great your product is, a press release needs to be kept strictly factual. Lose the fluff and hype and do not try to ‘sell, sell, sell.’ Explain how the product will benefit people personally. Detail the problems it will solve.

Finally, remember that a press release should not be used as a company newsletter. When you take on a press release writing project making such company announcements, it is your responsibility to make sure that your press release appeals to more than just company employees.